From First Call to $200K: The Power of Persistent MSP Appointment Setting
Outbound BDR
IT / MSP
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About Our Partner
In late 2012, a managed service provider (MSP) in the Northwest United States reached out to Abstrakt Marketing Group for help building a sustainable sales pipeline. The business owner had spent eight years steadily growing the company but had reached a point where referral business could no longer sustain their growth goals. They needed a scalable, strategic outbound sales process that could continuously bring in qualified opportunities.
Our client specialized in providing IT consulting and managed services for small to midsized businesses, with a focus on healthcare, manufacturing, legal, and financial industries. Their standout differentiators included 24/7 helpdesk support and affordable service level agreements (SLAs)—a major advantage at a time when most IT providers in their region charged hourly rates.
Client’s Challenges
Despite offering best-in-class service, our MSP partner was struggling to reach new clients and expand beyond their existing customer base. Their market was highly competitive, and it was becoming increasingly difficult to stand out without a consistent lead generation strategy.
They needed a partner who could help them:
Identify qualified decision-makers across five Northwestern states
Establish contact with companies that had at least 15 employees, one server, and 10 or more desktops
Build meaningful, long-term relationships that would result in steady opportunities
Like many B2B organizations, their biggest roadblock wasn’t lack of demand—it was getting in front of the right people and staying top of mind long enough to turn conversations into contracts.
Our Solution
Abstrakt launched a B2B appointment setting program for the MSP on Dec. 1, 2012, beginning with a focused month of implementation. Our team spent those first four weeks learning everything about the client’s goals, differentiators, and market. We built and cleansed a list of qualified leads, and by January 2013, our sales development representatives (SDRs) were ready to start making calls.
From the very beginning, our approach was grounded in persistence and relationship-building. Our SDRs left their first voicemails during the first week of calls—one to a trucking parts company and another to a local credit union. Neither lead turned into a deal right away, but we knew the key was to stay patient, consistent, and strategic.
Over the years, we continued to nurture these leads, logging detailed notes in our CRM, following up regularly, and adjusting our messaging as needed. Our team also reached out to a local school district in late 2013, initiating what would become one of the longest and most rewarding pursuits in our history.
The Excellent Results
June 2013 – First Major Deal
After 19 calls to the credit union lead, we finally reached the key decision-maker and secured an appointment. Within a few weeks, our client closed a $10,800 deal—proof that our persistence was paying off.
November 2018 – $95,600 in Contracts
Five years later, the trucking parts company we first contacted in January 2013 signed two major contracts: one for ongoing managed IT services worth $5,600 and another for a new cloud-based phone system valued at $90,000. The more than 60 phone calls and consistent follow-ups were well worth the effort.
July 2021 – $200,000 School District Deal
After eight years of consistent nurturing, multiple follow-ups, and relationship management, the school district we first contacted in 2013 signed a contract worth $200,000 for new laptops. This deal was the culmination of years of staying present, patient, and proactive.
Get in front of the buyers you want to work with.
